The sharp edges of the double standards faced by female athletes is the creative spark for a new campaign from Nike.

The campaign, entitled ‘So Win’ successfully surfaces the power of female athletes who continue to win, lead and dominate, despite being told how they should act and what they cannot do.

The campaign includes a 60-second spot, athlete endorsements, still photography and a social media campaign. Created by Wieden+Kennedy, it is voiced by Doechii and designed to celebrate the continued rise of women athletes.

From record-breaking viewership to sold-out stadiums, the spot showcases the rise of women’s sport.

Nike is capitalising not just on the growth of women’s sport but the unique culture which comes with it.  Noting the ‘undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.’

Nicole Graham, Chief Marketing Officer at Nike, explained: “At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling.”

She continued: “We are at our best when we are representing the voice of the athlete and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them.”

“Women’s sport isn’t the future, it’s right now. We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before,” says Nike signature athlete Sabrina Ionescu who features in the anthem. “Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”